Attribution of content to its creators – whether human or machine – has taken on a new level of importance in the age of generative AI, given factors such as the limitations on copyright registration of AI-generated content and the increasing complexities of rights administration. In this session we’ll explore technologies such as the C2PA (Coalition for Content Provenance and Authenticity) standard that are emerging for defining and assuring proper attribution, and their implications for these issues as well as for copyright policy in the future.